Presentación Hinspire

Aspirational communication:

The best way to inspire the Hispanic market is through the promise of integration

As they come from 20 different countries, all Hispanics are different: It´s the Spanish language the only element that unites them all

We hinspire through aspirational communication in Spanish that rewards with integration Those brands who relate to this idea will become ambassadors of a real path to become one as a nation

50 Million Growing MUCHO 60,000,000 45,000,000 30,000,000 15,000,000 0

6%

9%

13%

16%

1980

1990

2000

2010

We are more than destined to live and work together

Today, 1 of every 4 US births is a Hispanic baby

Our country’s leading population growth is Hispanic

+5 +43 +35 +65

NON-HISPANIC

Population Growth

HISPANIC

IMMIGRATION

BIRTHS

With an active median age ready to soar

41

NON-HISPANIC

27 HISPANIC

And unstoppable when it comes to - Achieving higher levels of education - Advancing in their professional careers - Increasing entrepreneurial activity - Booming business start up rate

The Hispanic population constitutes the fastest growing buying power in the United States CURRENTLY $ 1 TRILLION EXPECTED TO GROW BY 50% REACHING 1.5 TRILLION BY THE END OF 2015

An average profile of the Affluent US Hispanic MALE: 62% / FEMALE: 38% AGE: 25-44 / MARRIED: 74% KIDS IN HH: 71% MEDIAN HHI: $172K ADVENTUROUS EXPERIENCED TRAVELER “GETAWAY” FANATIC

TECH SAAVY AND AVID IN SOCIAL MEDIA FAMILY ORIENTED FASHION FORWARD

QUALITY ORIENTED IMPULSE SHOPPER BRAND ORIENTED

We need to change the way we talk to Hispanics, evolve with the market

Traditional and stereotyped communication is something of the past

Stereotyped Communication

Clorox

https://www.youtube.com/watch?v=GzaOWu5I1N4&index=9&list=PLFED5918343D81A38

Miller

https://www.youtube.com/watch?v=_1LGUH3vUjY&index=16&list=PLFED5918343D81A38

McDonalds

https://www.youtube.com/watch?v=zKUxH0-u7MM&index=55&list=PLFED5918343D81A38

Progresso

https://www.youtube.com/watch?v=gzsKZ7m98jQ

We have a

SOCIALLY ASSIMILATED HISPANIC AUDIENCE that is breaking traditional models of acculturation

That has selected INTEGRATION as the true symbol of achieving the American dream

Socially Assimilated Communication

Heineken

https://www.youtube.com/watch?v=YUzH3lINOy4&list=PLFED5918343D81A38&index=54

Tide

https://www.youtube.com/watch?v=Bh3EiDGNfPA

KhalĂşa

https://www.youtube.com/watch?v=CiECdhofWbY

Because of the convergence of

- Globalization of the US - Growing Hispanic buying power and population - Americanization of Hispanics

Hispanic households are being Inspired

GIVING WAY TO AN INFLUENTIAL AFFLUENT HISPANIC HOUSEHOLD The geographic spread, neighborhood lifestyle and different views of the household framework have changed the household dynamics

Breaking down with stereotypes, impacting the traditional roles and creating amazing new opportunities for everyone

CASE STUDY: VIVA! MAGAZINE IN THE WOODLANDS, TX

Affluent Hispanics are merging into US society like never before

Becoming successful key players and influencers in business and social organizations

With advertising campaigns that reflect an influential lifestyle

TRUE INTEGRATION - WHICH IS EXPERIENCED THROUGH INFLUENCE - IS RESHAPING THE COMMUNITY, BUSINESS AND CULTURAL FABRIC OF AMERICA

BRIDGING THE GAP THROUGH SOCIAL MEDIA

As social influencers, they act as a bridge between both communities at large Integrating themselves to collaborate and socialize with like-minded individuals

WE HAVE AN ALWAYS-ONLINE COMMUNITY THAT IS GLOBALLY CONNECTED WHAT THEY DO 87% STREAM VIDEO CONTENT ON THE INTERNET 73% STREAM / LISTEN MUSIC ON THE INTERNET 63% WANT THEIR FRIENDS TO BE ABLE TO REACH THEM 24/7

WHAT THEY HAVE 94% INTERNET AT HOME 87% OWN MOBILE PHONE 61% OWN A GAMING SYSTEM 73% OWN LAPTOP 73% OWN AN IPOD OR MP3 PLAYER

THE POWER OF BEING CONNECTED BECOMES THE POWER OF INTEGRATION

25% 18% 21% 17% 7%

MORE LIKELY TO FOLLOW A BRAND MORE LIKELY TO FOLLOW A CELEBRITY MORE LIKELY TO POST LINKS, ARTICLES, VIDEOS AND WEBSITES MORE LIKELY TO BUILD OR UPDATE A PERSONAL BLOG MORE LIKELY TO HAVE ONE OR MORE SOCIAL NETWORKING PROFILES

MORE PARTICIPATORY MORE SOCIAL AND COMMUNAL MORE TRANSPARENT “ALWAYS ON”

SOME COMMON QUALITIES IN THIS GROUP OF INFLUENCERS INCLUDE EARLY ADOPTERS PEERS CONSULT THEM FOR ADVICE BEFORE BUYING PEERS OFTEN COPY WHAT THEY WEAR GOOD AT CONVINCING OTHERS TO TRY NEW THINGS CELLPHONE IS THE BRIDGE TO THEIR SOCIAL WORLD

MOREOVER, DIGITAL PLATFORMS ARE KEY EXPRESSION OUTLETS FOR AFFLUENT HISPANICS EASIER TO EXPRESS EXPERIENCES WHILE TRAVELING TAPS INTO THEIR VALUE COMMUNITY BECOME BRAND AMBASSADORS

Aspirational and inspirational communication can help strengthen a global generation mindset of no barriers

Let’s redefine who we are talking to Let’s upscale the way we talk to them

Let your brand be the path to build American integration with the Hispanic market

If we build brand identity with the affluent Hispanic through integration, you will have a loyal, proud, inspired consumer for years and generations to come

EMPOWER THE NEWEST KEY INFLUENCERS IN THE MARKET THROUGH HINSPIRATION

Let’s

each other